Disney’s recently announced licensing partnership with OpenAI includes only one year of exclusivity, after which the entertainment company is free to strike similar agreements with other AI firms, CEO Bob Iger said in an interview with CNBC. The three-year deal allows OpenAI to integrate more than 200 characters from Disney, Marvel, Pixar, and Star Wars into its Sora video generation platform, making it the only AI service currently authorized to use the characters.
The limited exclusivity gives OpenAI a high-profile content partner while allowing Disney to evaluate how generative AI interacts with its intellectual property before committing to broader licensing. Iger said Disney does not intend to resist technological change, even if it disrupts existing business models, and views the partnership as a way to engage directly with emerging AI tools.
The announcement underscores Disney’s dual-track approach to AI. On the same day the OpenAI deal was revealed, Disney sent a cease-and-desist letter to Google accusing the company of copyright infringement tied to AI-generated content. Google said it would engage with Disney but did not address the specific claims. The contrast highlights how Disney is selectively embracing AI partnerships while continuing to aggressively protect its intellectual property.
